This paper applies Self-Categorisation Theory to examine issues of role ambiguity and the balance between prosocial behaviour and personal benefits in volunteer tourism. Using interviews with returned volunteer tourists, the cognitive processing of their experiences was analysed; particularly the processes of individuation uncovered through “I” statements, and depersonalisation, through impersonal “you” statements. Results revealed that “I” statements described the tourist experience and personal benefits of volunteering, whilst impersonal “you” statements described the volunteering experience. Furthermore, as the theory predicts, the depersonalisation process (impersonal “you” statements) co-occurred with prosocial behaviour (co-operation, altruism, empathy, and shared norms). The findings suggest new and promising communication-based methods to better understand tourists’ self-assigned roles and prosocial behaviours.